While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.

The move comes a year-and-a-half after OpenX made a similar push and signals a maturation of the mobile app ad marketplace as more if
its inventory becomes available for programmatic exchanges.

“OpenBid is a programmatic-first SDK [software development it] that is optimized for improved user experience and
offers increased competition for app inventory. Flattening the waterfall with header bidding and real-time pricing data helps publishers grow yield and revenue, above and beyond demand from current
mediation partners,” PubMatic Senior Vice President-Product Management Evan Simeone said in a statement announcing it.

advertisement

advertisement

By “waterfall,” Simeone is referring to the
hierarchy digital publishers use to “monetize” their audiences -- from “direct” premium sales down to the lowest programmatic CPMs.

The waterfall for app
developers differs somewhat from other digital publishers in that they often incorporate models that go beyond using advertising to monetize their users, sometimes getting them to participate in
research (polling) or reselling their data and/or attention to other third-parties that monetize it indirectly.

PubMatic said the appeal of its OpenBid solution is that it leverages
its relationships with more than “200 demand sources.”